GOODWIN GRANGER ADVERTISING IN THE 2ND ERA (1923 – 1926)
Ads from the 2nd era represent one of the biggest transitions in rod design. From these ads, along with the 1923-1924 Goodwin Granger Catalog, we know that tapers across the lineup changed to include a swelled butt section that lead to increased power and better overall cast-ability. Available rods from this era included: the “Granger Rod”, “Goodwin Rod” and “Denver Special” (in 1924).
Ads from 1923 were focused on customer testimonials highlighting large catches on Granger Rods. These first ads only list 2 prices for “fly rods at $40 and $30″. It is interesting so note that the rod illustrations in 1923 appear to be of a first era Premier—perhaps to reduce inventory before the newly designed rods became available. Then in 1924, The Denver Special re-appears and prices now show a range: “fly rods at $45 to $20″.
The ads in 1925 & 1926 are much more illustrative and large by Granger’s ad-buying standards. We also see the first use of the “Granger Rods” script that is now commonly associated with Granger rods.
All ads list “GOODWIN GRANGER & CO.” as the business entity and the addresses is consistent in this era at “East Ninth Ave., Denver, Colorado”.
You might notice that a different street number was assigned to each publication on all Granger ads. This was done to accurately track the responses for the same ad across different publications.
All ads shown here were scanned directly from their original publications.
